Paper Title
Customer Experience Management: The Case of NTT DOCOMO

This paper applies the new 4 P’s framework in marketing and proposes an approach to managing customer experience in M-Commerce settings. The new 4 P’s are: Push-pull-participative, Personalization, Promptness, and Privacy which reflect to the key success aspect of marketing in Internet context. To bring in the new 4’P conceptualization to Mcommerce, the new area of businesses to create new opportunity for services and products, a case study of a M-Commerce— NTT DoCoMo is discussed in this study. The case of NTT DoCoMo is discussed in this study to explain how a telecommunication service provider provides services that deliver values to their customers. The new 4 P framework is applied to examine aspects of their strategies for business sustainability. Keywords - M-commerce, 4P, e-marketing, customer experience